The Shandong region, one of China's leading apple production areas, has experienced favorable climatic conditions this year, resulting in stable yields and good-quality apples. Unlike the high prices seen early in last year's production season, this year's opening prices are notably lower, a move aimed at stimulating sales.
"Last year, the initial price of Red Fuji apples was high, but the market performance was disappointing, leading to losses for many fruit traders. This year, the prices are much lower, and the proportion of high-quality apples is also smaller compared to previous years," said Mr. Liu Wei of Qingdao Zhenpin Fresh Fruit Supply Chain in Shandong. "As a result, fresh fruit sales have accelerated, and cold-stored apples are entering the market sooner than usual. Previously, cold-stored apples would typically be sold about a month after fresh apples were stored. This year, traders have begun shipping cold-stored apples just days after storage."
Currently, the price of Red Fuji apples remains low, with high-quality varieties priced around 20% lower than in previous years. Mr. Liu expressed optimism about a potential price rebound next year, given Red Fuji's ability to circulate throughout the year.
In addition to the traditional Red Fuji variety, new apple types are gaining popularity in the market. "This year, varieties like Aomori and Venus have seen a decline in popularity, while Envy and Ruixue remain on an upward trajectory, with relatively higher prices," Mr. Liu noted.
The Aomori apple, prized for its early ripening, has seen a reduction in its comparative advantage as newer varieties such as Venus and Ruixue gain traction. "In recent years, Aomori apple prices have steadily risen, but this year, prices have dropped. While still higher than in past years, they are lower than last year's levels," Mr. Liu explained.
Venus apples remain a popular choice, but increased production in regions such as Yunnan and Xinjiang, in addition to Shandong, has expanded market supply and led to price reductions. "This year, the farm-gate price of Venus apples is at its lowest in recent years, down by approximately 10–15% compared to previous seasons," he added.
The Ruixue apple, a late-season variety available from late October to early November, stands out for its storability and distinct characteristics. "Ruixue apples have firm, crisp flesh and an improved taste and aroma as the trees mature," Mr. Liu said. "Although many orchards have only recently begun cultivating this variety, Ruixue holds significant market potential."
Despite the strong market potential of newer apple varieties, overall apple sales remain slow, especially for premium-priced fruits. "For example, while Ruixue apples are in their growth phase, their higher price point has slowed sales. Developing additional channels is essential to enhance market awareness and acceptance," Mr. Liu commented.
While new apple varieties currently occupy a small market share, the agricultural sector and fruit traders are actively working to develop them. "Expanding these varieties will positively impact agricultural growth, enhance the taste and price of apples, and offer consumers a fresher selection," he added.
Qingdao Zhenpin Fresh Fruit Supply Chain specializes in seasonal fruit distribution in Shandong, including apples, cherry tomatoes, and taste tomatoes. The company markets its produce under its own brand, Guohongyan, and continues to support the development of high-quality fruits in the region.